The Body's in Vogue

Who is that gorgeous lady and why is she on the cover of a fashion magazine wearing only a bracelet?

Apparently a lot of people want to know. According to Richard Avedon, who photographed model Paulina Porizkova for the cover of May Vogue, this is one of the magazine's bestselling issues. Avedon attributes it to the new look of the cover.

Paulina, who is replacing Brooke Shields as a favorite cover face, "is a classic beauty," says Avedon. "It is not her personality, but perfect features."

She was photographed with wet hair and no clothes as though she had just emerged from a shower or a swim, because itxr is the summer issue, said Avedon.

Paulina was also photographed quite bare for recent Sports Illustrated swimsuit issues, and she appeared on David Letterman's show, mostly giggling her way through the host's question.

Avedon thinks it is not only Paulina that's the big attraction, but the change from the usual face-only covers of most fashion magazines. Will other magazines now show more than just the face of the model? Avedon isn't sure. "It wouldn't surprise me," he said. Eau de Counterfeit: Sniffing Out the Fakes

Anything successful enough is sure to have its share of imitators. With the Giorgio fragrance line for men and women selling worldwide in excess of $100 million dollars annually, this kind of flattery can be devastating. Says Fred Hayman, who created the fragrance with his ex-wife Gale Hayman, counterfeiting is dangerous, not only to his company's profits, but to the consumer, who is getting a lower quality product.

Hayman, wearing a shirt in the same cheery yellow and white stripes as the Giorgio packaging, was in town this week to promote Giorgio at Hecht's and pursue the counterfeiters. "Pursuing the counterfeits came first," he said. If the huge volume of business of knockoff fragrances continues, says Hayman, high legal costs will force an increase in prices.sw sk

In his pocket Hayman had a spritz bottle of a possible new perfume. "You like it? It's okay if you don't. Fragrance is a personal thing." It was fresh and light and far milder than Giorgio. "No phenomenon lasts forever."

To test-market a new fragrance, a panel of eight people in the company sniffs new fragrances every week, then random customers at the Giorgio Beverly Hills and New York shops are asked to smell the scent in the store. Next a panel of 15 customers tries the scent and finally salesclerks in the shops wear the potential new product and make note of customer comments.

Such consumer testing helps, but the final design is a gut feeling, Hayman says. Fred Hayman's gut, in fact.

"If testing a product could guarantee a real winner, why wouldn't everyone have a winner?" Riding the American Hair Wave

How would you expect Paul Mitchell, English hair stylist and creator of hair products, and his associate, Jeanne Braa, to celebrate their becoming American citizens? With a new hair style, of course, and a very American one, also of course.

It's the Statue of Liberty coif, created with an uneven cut and gobs of Paul Mitchell's Freeze and Shine. (The model, by the way, is Jeanne Braa.) Taking Liberties With Lagerfeld

Everyone is jumping into the Statue of Liberty celebration. To underscore the point fashionably, the splendid fireworks-embroidered dresses from Karl Lagerfeld's collection in Paris last year will be featured in the New York Bloomingdale's windows at the time of the festivities.

Actually the Lagerfeld-Bloomingdale's link is not the only Paris fashion celebration for the festivities. The Chambre Sydicale is putting on a fashion show benefit for Lady Liberty at Lincoln Center July 7 featuring the designs of Emanuel Ungaro, Thierry Mugler, Karl Lagerfeld, Yves Saint Laurent, Chantal Thomass, Sonia Rykiel, Jean-Charles de Castelbajac, Madame Gre's, Guy Laroche, Nina Ricci, Jean-Louis Scherrer, Pierre Balmain and Claude Montana. Jeans Fit to Be Dyed

There's incontrovertible evidence that denim isn't dead. After showing up all over the streets and runways of Paris this year . . . there's still more to come. Norma Kamali has created what she calls her own version of the "501" jean and jean jacket for her fall collection. She showed them worn with a loose-fitting white shirt.

The other alternative people are finding is decorated denim -- bleached, dyed or painted with acrylics, and then adorned with fabric, lace, rhinestones, pins, found objects, whatever.

Denim designer Deborah Durham, at Levi Strauss & Co., has put together a booklet that shows people how they can dress up denim themselves -- at a cost far less than a pair of decorated French jeans.

Durham, who is 6-feet-1, has been creating her own clothes for years, "out of necessity," she says; "I could never find anything that fit."

Around Washington recently she was wearing a pair of pastel pink Levi's 501s that she had bleached white in spots -- she calls them "pony print jeans" and swears they are simple to produce. The materials? A pair of pink 501s, the cheapest plastic bristle paintbrush, rubber bands, and bottle of household bleach. Just scrunch up the jeans unevenly and secure the spots with the rubber bands. Dab full-strength bleach on top of the scrunches. Let it turn the color you want, then wash normally. The scrunches are uneven so "you don't do the old bull's-eye, tie-dye scrunch," Durham says.

For more ideas, send a business size self-addressed envelope to: "Jazz Up Your 501 Blues," Department C, P.O. Box 6761, Concord, Calif. 94520.

Levi Strauss will take care of the postage. -- M.S. Dailey